Casella Family Brands has announced it has appointed creative agency Paper Stone Scissors to localise the iconic Yellow tail (stylised [yellow tail]) brand for Chinese consumers.

The appointment follows a competitive agency tender in September

Paper Stone Scissors will be responsible for the strategic, digital and creative development and production of the 2018 Yellow Tail campaign in China.

The agency has a history of working with Australian and international clients looking to localise their brands into the Chinese market, from Coca-Cola to Herman Miller and the Hilton group.

Libby Nutt, general manager of marketing and export sales at Casella Family Brands, said: “We are excited to work with Paper Stone Scissors to grow our brand in China – a unique and complex market.

“Not only have Paper Stone Scissors demonstrated a great understanding of the Chinese market and consumer, but they have also demonstrated how to successfully bring the Yellow Tail brand to life in China.

“We look forward to seeing the positive results of the Yellow Tail campaign in 2018 and beyond.”

Paper Stone Scissors founder and creative director Atia Cader said: “We are thrilled to be taking this iconic Australian brand to China. We’ve been working in China for nearly a decade and been witness to a dramatic sophistication of the market in this time.”